Persuasive Business Proposals: Writing to Win More Customers, Clients, and Contracts

19. Word Choice: Six Traps to Avoid

The English philosopher John Locke wrote in An Essay Concerning Human Understanding:

Vague and insignificant forms of speech, and abuse of language have so long passed for mysteries of science; and hard and misapplied words, with little or no meaning, have, by prescription, such a right to be mistaken for deep learning and height of speculation, that it will not be easy to persuade either those who speak or those who hear them, that they are but the covers of ignorance, and hindrance of true knowledge.

Even though Locke was writing in 1690, it sounds like he was pretty sick of people who use pompous language to impress others instead of to communicate. I guess it’s just another sign that some things never ...